FF038_MARK2051_A2:Individual- 1000 words report +poster image

Overview

Key Tasks

• Identify a unique product from your hometown (can be a tangible product or a service).
• Develop a marketing campaign proposal to promote this product in a new or existing market.
• Your proposal must explicitly apply Consumer Behavior theories and concepts learned in MARK2051.
• You have a marketing budget of $100,000.
• Identify a target group that you believe is promising. Think about what segmentation factors (e.g. demographic, generations, psychological profiles, lifestyle) define the target group. Justify your selection of the target group.
• Identify the key benefits to highlight to that target group. For example, think about what motivates the target group people to care about the product, and how can the product address these motivations. Justify your selection of key benefits.

• Develop an ad (a poster image or a video) targeting your identified target group that can be used across channels (e.g., social media, poster, digital screens, etc.) that clearly communicates the key benefits.

• Describe 3 key elements of your ad would be effective to achieve your goals for the target group. Briefly justify how and why they would work with consumer behavior knowledge.
• Identify the best channel to target them (e.g. TV channels, or social media). Justify your selection of the channel.